A new shooter brand is being launched by Allied Domecq later this month. It is called Magma and full details are being kept under wraps until it is unveiled on January 24. The shooter market has seen a surge of sales in the on trade led by the interest in tequilas and brands such as After Shock. Allied Domecq is hoping to capitalise on this phenomenon. ACNielsen reports the volume growth of the sector at 46% and in the on-trade it is growing faster than the PPS market. After Shock is the brand leader in the UK shooters market and grew in volume by 69% in the 12 months to last November. {{DRINKS }}